Build Your Demand Gen Engine In 12 Weeks
We give B2B marketers in small teams the strategy, templates & tools they need to drive more revenue for their business.
- Strategy, Templates & Tools
- Built for Marketers in Small Teams
- Get a Certificate of Demand Gen
5/5
B2B Marketers LOVE The B2B Incubator
B2B Marketing Manager Read More
The structure and the templates were super… having something I can plug and play and act on… was super helpful… Even my bosses and my supervisor and the other people from like product, customer, developer – they’re all impressed.
B2B Growth Marketer | ClearCalcs Read More
The B2B framework has allowed me to lead as a manager… I am now able to point out: this is what we need to do, this is the strategy, this is the process, and this is how we can scale the process in the team.
Senior B2B Marketing Manager | Weel Read More
Recommended to all B2B marketers out there in a small team thrown in the deep end and wondering what to prioritise and how to generate demand from your dream customers. The B2B incubator will guide you through it in 3 steps, giving you the frameworks and practical tools to bring together a comprehensive marketing strategy. I’m really looking forward to fully putting it into action.
B2B Marketer Read More
George and his Incubator are a great opportunity if you’re looking to learn a new marketing methodology or want to refocus your marketing efforts As an early-stage marketer, I know I will frequently revisit the resources and knowledge provided by the program.
Informed 365 Read More
Without a dedicated internal marketing team, we were finding it difficult to set aside time to work on our Dream Customer. The B2B Incubator has allowed George and I to collaborate to bring clarity to our vision and structure to our processes. As a team, we have been able to clarify our Dream Customers and adjust our digital marketing and product offerings accordingly.
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Struggling To Drive Leads & Revenue?
Like Many B2B Marketers in Small Teams... we bet you're:
- struggling to consistently generate opportunities for sales
- unsure of how marketing is impacting the bottom line of the business
- Finding it hard to get buy-in from executives on marketing programs
- Constantly in service of sales
- Drowned in 'busy work' that didn't really move the needle
- Trying to control lead and acquisition costs
Your Job is NOT To Get More Leads.
It's More Revenue.
What's Wrong With Leads?
The old ‘lead generation’ tactics in B2B are outdated. A focus on quantity instead of quality of leads is a NIGHTMARE for sales.
Worst of all – it’s rarely a profitable way to acquire customers. We’ve seen too many Marketing Managers fall victim to this.
Instead, if you focus on building a relationship with your Dream Customers BEFORE they’re ready to buy from you – you’ll create a much more efficient pipeline of customers ready to buy.
Less leads. More revenue. That’s demand generation.
Demand Generation is the Marketing
Secret To Consistently Drive Revenue
It’s the difference between the brands that grow profitably online, and the ones that don’t.
Life Without Demand Generation
- Less opportunities for sales
- Unpredictable revenue
- Constantly trying different 'hacks' and 'tricks'
- Market followers
- Rising acquisition costs
- Lack of inbound leads
- Slow sales cycles
Life With Demand Generation
- More opportunities for sales & revenue
- More predictable revenue
- Know how to get customers to come to you
- Become the leader of your category
- Lower acquisition costs
- More, better inbound leads
- Faster sales cycles
We Show You How To Create Demand For Your Brand - in 12 Weeks!
The B2B Incubator gives you the strategy and tools you need as a small marketing team to win over the modern buyer, and generate real long-term ROI from your marketing.
A demand engine for your business means that customers come to YOU, not the competition when they’re ready to buy. That’s the only path for marketing to consistently contribute revenue to the business.
Building a demand engine is a skill that separates average marketers from GREAT ones.
GEORGE COUDOUNARIS & KEVIN CHEN, CO-FOUNDERS OF THE B2B INCUBATOR
Your Session Plan
Delivered over 12 weeks. You retain access to the materials even after the conclusion of the program.
Weeks 1-4
GET YOUR ENGINE READY
Deeply Understand Your Customers
- Identify your BEST customers with 80/20 analysis
- Conduct customer interviews to learn how to influence your Dream Customers
- Learn to position your business so it is a 'no brainer' in the mind of the customer
- Identify the buying committee for your Dream Customers
- Map the buying journey so you know where to focus your resources
- Use the Dream 100 to find a deep well of Dream Customers
BONUS TEMPLATES
- 80/20 analysis template
- Customer interview template
- Dream 100 template
- Document EVERYTHING as you go
BONUS RESOURCES
- Demand generation metrics template
- Document your ENTIRE helpful demand generation engine
- Content Calendar Scheduler template
Weeks 5-10
BUILD YOUR HELPFUL DEMAND ENGINE
Build Relationships At SCALE with a Helpful Content
- Implement our system to create EXPERT, helpful content your Dream Customers love
- Use our Repurposing Framework to CUT down time on content creation by 50%
- Get 15x more Dream Customers seeing your content without spending money on ads
- Use our 3 techniques to making your content CUT THROUGH the noise
- Get the 5 Types of Content you need to turn a Dream Customer into a buyer
- Understand what platform and format to put your content in
- Get the metrics you need to measure the success of your helpful content
- Learn to SCALE your content program so you're not doing it alone
Weeks 11-12
SCALE YOUR DEMAND ENGINE
Accelerate Demand & Use Paid Media & ABM to win Key Accounts
- Learn to accelerate demand generation using paid media
- Create product ads that generate opportunities & revenue
- Align with sales using Account Based Marketing
- Create your first pilot ABM program on a shoestring budget
- We give you a path to independence beyond the 12 week program
BONUS RESOURCES
- 6x group LIVE Q&As to answer questions & help implement learnings
- Templates & tools to implement learnings
PLUS! Get Your Certificate of Demand Gen
Complete the program and get a certificate of Demand Gen from The B2B Playbook
We Give You Everything You Need To Generate Demand Over 12 Weeks
Strategy
Get the strategy over 12 weeks you need to generate demand
Templates
Use our custom built templates to implement the strategy
Tools
Implement the tools we recommend to work faster
Live Q&As
6x Group Q&As to answer questions and discuss implementation
Documented Strategy
Document your demand strategy so your boss, sales & everyone can be aligned
Metrics To Measure
Get the metrics to measure to know your plan is on track for success
Pricing
Do it yourself
For marketers who want to go at their own pace
$
997
One time payment
00
One time payment
-
16 + hours of pre-recorded tutorials
-
Strategy, templates & tools to execute
-
Videos & transcript of program
-
Learn and implement at your own pace
Buy Now
Total price $997.00 AUD
Do it in a small group
For marketers who love group learning
$
2,500
One time payment
00
One time payment
-
16 + hours of pre-recorded tutorials
-
Strategy, templates & tools to execute
-
Videos & transcript of program
-
Learn and implement at your own pace
-
6x live Q&As with George Coudounaris
-
Connect & share with other B2B marketers
-
Program completed in 12 weeks
-
Certificate of completion
Reserve Your Spot
Total price $2,500 AUD. Payment plan of $500/month over 6 months available
(Total $3,000 AUD)
(Total $3,000 AUD)
Popular
We Build Your
Demand Engine With You
For businesses that want us to build or refinetheir demand engine
$
8,400
per month for 6 months
00
per month for 6 months
-
Audit of existing activities
-
Custom plan to develop a demand engine
-
Strategy, templates & tools to execute
-
1:1 consulting sessions
-
Support to ensure proper implementation
FAQs
Yes! You can grab the extended program guide here.
This program is for inhouse B2B marketers who want:
– a concrete strategy for generating and closing demand, and an implementation toolkit to do it
– to elevate their B2B marketing career and expertise
– to get buy-in from those around you to create real marketing programs that work
– to have a real impact on the bottomline of their business
– to network and learn with other like minded B2B marketers
This is not for B2B marketers who:
– are looking for hacks
– want ‘quick wins’
– aren’t prepared to learn or implement their learnings
This is not a course.
It is a strategy development program that not only shows you what to do, but gives you the tools and templates to do it. It aims to transform your thinking about B2B marketing holistically.
The program is based on The 5 BEs Framework – which is what we do for our own clients and is how we grow our own business.
We share our 5 BEs Framework on The B2B Playbook Podcast
The B2B Incubator runs over 12 weeks.
Every week you will have a session with material to review and act on. It will be made up of: videos, slides, written notes, and templates to implement the learnings.
There will also be 6 live Q&A sessions with George Coudounaris (every second week).
Apply now to receive information on the next cohort date
They will be arranged with the cohort at a time that most can attend. They occur every second week of The B2B Incubator.
If you are not able to attend, you can submit questions in advance, and the recorded sessions will be sent to you.
The program material is about an hour a week.
However, you should be applying these learnings to your business as you go – so you can spend as much or as little time on implementation as you like as you go through The B2B Incubator.
$2,500 AUD for 1 person from your company. Each additional seat is $2,000 AUD (20% discount)
A passion for real B2B marketing. A good attitude. And a desire to improve.
Yes we do. Please contact general@theb2bplaybook.com for group rates.
Yes, if you are located in Sydney, NSW Australia. We will consider other locations on request.
Please contact general@theb2bplaybook.com for details.
You can also reach out on LinkedIn to B2B marketers and past participants:
- Ben Grossberg (Senior Marketing Manager at Weel), or
- Ati Aziz (Growth Marketer at ClearCalcs), or
- Shahed Abotouk (Marketing Manager at Commutifi), or
- Sam Henderson (Head of Marketing at Skalata)
Apply Now & join the waitlist
Apply now so you’ll be the first to know when enrollment opens (SPOTS ARE LIMITED). It only takes a minute or two!
Apply Now & join the waitlist
Apply now so you’ll be the first to know when enrollment opens (SPOTS ARE LIMITED). It only takes a minute or two!
What Marketers Like You Are Saying...
Skalata Ventures | Head of Marketing Read More
Love the podcast and the way you 'waterfall' content from it (and the genuineness that comes through)!
LIN3S | Digital Strategy & Paid Search Read More
Just wanted to reach out to let you know how much I’m enjoying the podcast - I definitely get the feeling that I’ve learned something I can use after each episode
RevOps Research Collective | RevOps Researcher Read More
Been following for a bit and trying to catch up on the podcast. You post some great content and the podcast is 🔥
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KanDo Consult | Founder Read More
Starting and growing a business isn't easy no matter how good your service or offering is. Doing digital marketing feels like climbing Everest. Thankfully the B2B playbook podcast breaks it all down for you. George & Kevin are great to listen to & step you through the 5Be's of how to get your marketing right. After a few listens you can start climbing that mountain to your marketing success.
PicUp | Co-Founder // Head of Operations Read More
Enjoying all your content and listening to the B2B podcast episodes. Always get some value from them 👌
RAA | Innovation Consultant Read More
George and Kevin are a wealth of knowledge in B2B marketing. They passionately share their knowledge in their B2B Playbook podcast and each episode brings on new insights. I recommend it to any new marketers starting in the B2B space: it's like having your own marketing mentors on the go!
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Diospatial | Marketing Manager Read More
I have been following some of your content on LinkedIn and started listening to your podcast. I really like the stuff you guys are putting out there.
TRIGO | Managing Director Read More
Hey George, Just want to tell you how much I enjoy your content (podcast, posts on LinkedIn,...) As a web dev with no prior marketing know how who is now CEO of a small agency with marketing responsibility there is so much to learn. Your work is a great source. Love it
AusPayNet | Marketing & Comms Coordinator Read More
Really do love the work you guys do and appreciate how you make B2B marketing more accessible ❤
KanDo Consult | Founder Read More
Starting and growing a business isn't easy no matter how good your service or offering is. Doing digital marketing feels like climbing Everest. Thankfully the B2B playbook podcast breaks it all down for you. George & Kevin are great to listen to & step you through the 5Be's of how to get your marketing right. After a few listens you can start climbing that mountain to your marketing success.
Woolworths at Work | Marketing Executive Read More
The main reason I love the podcast is I can get to know the B2B marketing mindset & experience. There’s tons of blogs/ courses online to talk about B2B marketing on strategies, tools, and models...but I found not many deliver the message of mindset to the audience. The mindset and experience are something you gained and tested from day-to-day work, and not easy to be googled.
HWPO Marketing | Head of Growth Read More
Honestly, I really like your podcast format. The breakdown and analysis angle of different companies B2B strategies mixed with your own framework and some tactical approaches is a B2B podcast mix that I haven’t stumbled upon other than yours and I really enjoy it.
DG does mostly interview, Chris Walker has his Demand Gen approach, Metadata talks about what they do internally. And I enjoy all of them.
But you two have figured out an interesting mix that brings something new and that’s not easy.
You’ve got a routine listener here!
Edstart | Marketing Manager Read More
Come 5am every Monday morning when I do my daily run, I tune into The B2B Playbook podcast. George and Kevin are excellent at distilling the many complex aspects of B2B marketing. And more importantly, giving away very practical advice on how to create a sound marketing strategy and execute it on a tactical level. As a bonus, George is a genuinely helpful, all around nice guy. He practices what he preaches. On LinkedIn you can see George doesn't just talk the talk - he does what he advises his audience should do. And shows how his playbook works for his business. It's true people! - Helpful marketing content leads to inbound opportunities that turn into revenue!
Titomic | Marketing Manager Read More
The B2B playbook is just that - a practical guide to B2B marketing, providing endless tips, tricks, and insights. It's really practical. Particularly how to get experts to write for you.
I'm in a pretty niche industry with tricky applications, so that helped a lot. Awesome stuff! Please keep it coming!
Medianet | Head of Marketing Read More
Your podcast is such a great resource for us - wanting to make the change to Demand Gen, keep it up 🙂
AlayaCare | Marketing Coordinator Read More
I am really enjoying your podcast and learning so much so big thank you
Visionary Digital Studios | Director Read More
Love the podcast George - plenty of epic wisdom, making massive impact - very much appreciated!
Nexon Asia Pacific | Marketing Programs Manager Read More
Hi George I love your podcast, very interesting and easy to listen to!
LASSO | VP of Growth Read More
Marketing podcasts are everywhere. And there’s nothing worse than ear candy that you can’t clearly apply. But the B2B Playbook brings a unique and timely perspective that’s especially actionable.
Suffolk in the Hub | Assistant Account Director Read More
I have been listening to the B2B Playbook since George and Kevin launched it. The podcast episodes have such rich practical knowledge and they took one step further and created the B2B incubator. B2B incubator looks promising especially because they do not say “learn this, and you will be a millionaire overnight” it has a concrete strategy, how to learn from your mistakes, and the nitty-gritty of being a B2B marketer. Listen to their podcasts and also be a part of this program as I am sure like their podcasts their strategy is doable and will yield results. Remember, you have to implement what you learn from them!
Good Trading Co | Global LinkedIn Pages Expert Read More
I don't listen to podcasts, but I do make the exception for yours if I'm driving. It is so well thought out, researched, and logical and adds a tonne of value. I'm very confident your B2B Incubator would be the same.
Codewave Technologies | Growth Marketing Manager Read More
I was listening to your podcast. It's amazing. The 5 BEs framework, the way you diagnose educational content strategy... 💥🚀
Xara | Product Marketing Manager Read More
Checked out your latest episode- though I got interrupted but I sat down there nodding with a little grin on my face because demand generation is such a misunderstood and elusive concept for many marketers.
Anyways, just wanted to say keep it going!
Select Star | Growth Marketing Read More
I am a follower on Spotify and am a huge fan of your reporting episodes!
Fable | Co-Founder Read More
George has truly created a safe place for early stage marketers. They can listen in on some insightful conversations about everything B2B marketing. The lessons learnt can be applied to your business with immediate effect. In particular, I loved the repurposing framework. So please do yourself a favor and dig into the podcast right away!
Equiptec | Digital Marketing Manager Read More
I'm one of your avid listeners on the B2B podcast and I would just like to thank you for regularly sharing your industry insights along with Kevin. It's truly fantastic. I work in multiple B2B companies right now with small marketing teams where I mostly do the end-to-end digital marketing by myself: from strategy, execution and optimization. It's mostly me having inputs and no one out there to bounce ideas with (at least in digital marketing in general). That's why listening to your podcast is like having colleagues at work who share great ideas.
Noggin | Demand Generation Manager Read More
I've listen to your eps of your podcast and loved it!
Tropic | Marketing Coordinator Read More
Love your content and I'm learning a ton thanks to you 🙏 The content is something they don’t teach in schools and I appreciate that, like many other marketers I’d assume
Echo Digital | Marketing Consultant & Director Read More
Your content on demand generation and inviting industry specialists have been extremely insightful! Thank you for sharing your knowledge with the wider community
Senior Marketing Manager Read More
I just wanted to say I love the material you post, soo insightful and on the ball. Keep it going 🙏
Red Shark Digital | Marketing Director Read More
Big fan of your podcast!
5/5
B2B Marketers LOVE The B2B Incubator
B2B Marketing Manager Read More
The structure and the templates were super… having something I can plug and play and act on… was super helpful… Even my bosses and my supervisor and the other people from like product, customer, developer – they’re all impressed.
B2B Growth Marketer | ClearCalcs Read More
The B2B framework has allowed me to lead as a manager… I am now able to point out: this is what we need to do, this is the strategy, this is the process, and this is how we can scale the process in the team.
Senior B2B Marketing Manager | Weel Read More
Recommended to all B2B marketers out there in a small team thrown in the deep end and wondering what to prioritise and how to generate demand from your dream customers. The B2B incubator will guide you through it in 3 steps, giving you the frameworks and practical tools to bring together a comprehensive marketing strategy. I’m really looking forward to fully putting it into action.
B2B Marketer Read More
George and his Incubator are a great opportunity if you’re looking to learn a new marketing methodology or want to refocus your marketing efforts As an early-stage marketer, I know I will frequently revisit the resources and knowledge provided by the program.
Informed 365 Read More
Without a dedicated internal marketing team, we were finding it difficult to set aside time to work on our Dream Customer. The B2B Incubator has allowed George and I to collaborate to bring clarity to our vision and structure to our processes. As a team, we have been able to clarify our Dream Customers and adjust our digital marketing and product offerings accordingly.
Previous
Next
Name: Ati Aziz
Position: Growth Marketer
Size of Marketing Team: 3 people
Business Type: B2B SaaS
Company: ClearCalcs
Name: Shahed Abotouk
Position: Marketing Manager
Size of Marketing Team: 1 person
Business Type: B2B SaaS
Company: Commutifi
Name: Ben Grossberg
Position: Senior Marketing Manager
Size of Marketing Team: 5 people
Business Type: B2B SaaS
Company: Weel
Our 60 Day Money Back Guarantee
We're so sure that you'll love the program, that if you go through the program, attend the live sessions, and DON'T think you've got the understanding of how to generate demand - we'll give you a refund.
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